Something I cannot stress enough is that the fundamental change in the transition from good old-fashioned Boolean search to semantic search lies in creating transparency in your company or brand data to Google’s search. Rather than “telling” search what you think it needs to get you in front of those looking for your services, show it who you are and what you do. This is a change in mindset that transforms Google from an “adversary” of sorts that had to be managed, coerced, and somehow convinced to rank your website and serve it in search to an ally interested in the same things you are: giving the right answer to those who ask a question through search.